2022 Volume 28 Issue 4 Pages 292-297
Japanese consumers’ anxieties about the safety of imported agricultural products do harm to both Japanese consumers and producers in the exporting countries. Using an online survey, we conducted discrete choice experiments among 310 Japanese consumers to assess their willingness-to-pay (WTP) for imported Chinese onions with a visualization system (VS). It was found that compared with imported Chinese onions without VS, Japanese consumers were willing to pay about 73% more for imported Chinese onions with VS. This indicates that VS can significantly increase the value of Chinese onions in the Japanese market.
